For our capstone class, M-School entered us into the Effie Collegiate Competition. My team focused on creating a campaign around empowering women whiskey drinkers and highlighting them as key users of a once traditional misogynistic market.
Brand
Challenge
Strategy
Personal Input
Pitch
Creative Prototypes
Pernod Ricard
Our team was tasked with answering the question:
How can a traditional whiskey brand authentically bridge its legacy with the world of Hollywood and contemporary culture?
We reframed whiskey through a women-led lens, spotlighting the often overlooked but influential role women have played throughout whiskey’s history. This insight became the foundation of our brief, centered around the concept of Whiskey Women as cultural tastemakers and storytellers.
My role focused on identifying relevant cultural trends and defining the most resonant target audience for the campaign. I also developed early prototypes for marketing creative assets, translating strategy into tangible executions across platforms.